Critical point explanation: Quantitative changes accumulate to a certain key node, and the nature of things changes, causing widespread and significant changes. For example, infectious diseases spread among the population, the number of infections will slowly increase in the initial stage. When a certain infection base reaches, it will spread rapidly and form This key base for large-scale epidemics is the trigger point.

The relationship with popularity: it is the turning point of the trend from the budding phenomenon to the large-scale outbreak. Before the detonation point, popular things have limited spread range and slow speed. Once they cross the detonation point, they will spread exponentially and are widely accepted and spread by the public.

Infectiousness: Similar to virus transmission, it spreads rapidly from a few individuals to a large number of people. A new online hot meme may be published by individual bloggers and widely spread among people of different ages and regions through social media platforms in a short period of time. , everyone imitates and uses it.

Small changes and big effects: Small adjustments to things, such as minor improvements in product packaging design and substitution of advertising copywriting, may trigger a huge change in popularity trends, and the subtle innovations in the appearance design of Apple phones can all attract global consumers. The sought after.

Rapid changes rather than gradual: The development of popularity is not steady and gradual, but shows explosive growth after the detonation point appears. The rise of short video platforms has slow development in the early stage. When a certain number of users and content richness is reached, the number of users and active users The degree has risen sharply.

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Impact of external environment

150 Rules

Initial dilemma: old styles, vague market positioning, sluggish sales, lack of competitiveness in the fiercely competitive shoe market, and is ignored by consumers.

Trend change: It was accidentally worn by fashion trends, attracting attention in a specific fashion circle; through cooperation with fashion bloggers, it is repositioned as fashionable casual shoes, attracting young consumers, and sales are rapidly rising.

Crime situation: The crime rate was once high, social security was chaotic, crimes occurred frequently on subways and streets, and residents had a low sense of security.

Improvement measures: Start with environmental improvement, clean up subway graffiti, repair damaged facilities, and create a clean and orderly environment; strengthen police deployment, strictly enforce the law for minor crimes, create a good security atmosphere, and the crime rate has dropped significantly.

Virus transmission: The virus spreads in cities. Due to factors such as population density, sanitation conditions, and residents' mobility, the transmission speed and range of different communities vary significantly.

Control measures: Strengthen public health publicity and improve residents' awareness of protection; improve community sanitation environment, regularly disinfect; restrict people's movement and reduce the transmission of the virus.

Rumor spread: It spreads rapidly through social media and interpersonal communication, and information may be exaggerated and distorted during the communication process. For example, rumors about the quality of a certain brand of sports shoes will trigger a crisis of trust in the brand in a short period of time.

Sports shoes marketing: Brands use marketing strategies such as celebrity endorsement and limited-edition sales to create popular hot spots and attract consumers to buy them. For example, Nike launches limited-edition sports shoes, which triggers consumers to queue up to buy them.

Suicide trend: Affected by social public opinion and celebrity suicide incidents, imitation suicide occurs in specific groups, forming a popular trend, and psychological intervention and public opinion guidance are needed.

Smoking trend: Tobacco companies have transformed smoking into a symbol of fashion and maturity through advertising and celebrity endorsement, attracting teenagers to smoke; with the popularization of health knowledge and the implementation of the smoking ban policy, the smoking trend has been curbed to a certain extent.

Pay attention to social phenomena: Pay attention to social media hot topics, street fashion trends, cultural and artistic trends, etc., analyze the popular elements and potential needs behind it, such as observing young people's pursuit of niche culture and exploring business opportunities.

Analysis of popular factors: Use the three rules of popularity to analyze the role of individuals, information adhesion, and environmental factors in the phenomenon, and judge the sustainability and influence of popular trends. For example, analyze the popularity of a certain Internet celebrity product and determine whether it has long-term development potential. .

Use of individual characters: find liaison officers, experts, and salesmen in the industry, and promote products or services through cooperation, such as inviting beauty bloggers (insiders) and celebrities (salesmen) to endorse new cosmetic brands, and use their influence to open up the market. .

Enhance information adhesion: Optimize product design, packaging, and promotional copywriting to make it more attractive and memorable, such as designing unique product packaging, writing interesting advertising copywriting, and attracting consumer attention.

Create a favorable environment: Create a physical and social environment suitable for popular communication, such as holding a new product launch conference to create a fashionable and comfortable display environment; create a topic atmosphere through social media to guide consumers to discuss and communicate.

Negative pop recognition: Timely discover negative pop trends such as rumors and bad behavior, such as online rumors and imitation of bad behavior among teenagers.

Measures to cut off popularity: Strengthen information refuting rumors, publish real information through authoritative channels; strengthen supervision, punish bad behaviors; guide correct values, change the social environment through education, publicity and other methods, and curb negative epidemics.